"...the document is aimed at people in the wine trade who are not only NOT web savvy, but downright hostile to all things internet in general. These people have never heard of blogs or The Cluetrain, let alone Clay Shirky. Even AOL is a bit too "out there" for some of them."
Read a very rough draft (a blog post, of course) from Hugh McLeod. Here's a teaser:
So you’re in the wine business. You’re probably wondering what the future of the wine business is (at least if you’re smart, you are).
Guess what? The future not about the usual bumph: terroir, vintage, cork vs screwcap, Sauvingnon vs Pinotage, Australian vs Argentine, hipster labels vs old-fashioned labels etc. Nobody cares.
The future of the wine business is- actually- the same as the future of all business.
Provocative to be sure.